J Pharm Pharmaceut Sci (www.cspsCanada.
org) 13(1) 56 - 57, 2009
Healthcare Communication - by Bruce Hugman: Review
Ed: Bruce Hugman; Pharmaceutical Press, London, UK, 2009
Hugmans Healthcare Communication is a rare gem
that engages its readers and explores healthcare
communication beyond uni-professional
boundaries. Bruce Hugman has worked previously
with the World Health Organization as a
communications consultant in the areas of
pharmacovigilance and patient safety. Apart from
his involvement in the UN, Hugman has taught,
managed, and represented on an international level.
Consequently, many of the examples in this text
come from his experiences and world views.
Although he is not, nor has ever been a healthcare
professional, he has a sound understanding of health
care systems and the issues they face.
Hugmans purpose in writing this book is to
motivate and challenge everyone whether
maintenance personnel, nurse, pharmacist, or doctor
- within the healthcare system to communicate
effectively as a service to his or herself and to
healthcare as a whole. The author strongly believes
that having an accurate insight into what life is
really like for other people transforms how we see
the world, and how we think, feel, behave and
communicate. On the other hand, Hugman also
advocates that understanding ourselves allows us to
tailor what we say and how we react so that we may
communicate with our patients objectively and
sincerely.
The introduction reveals the intent and purpose
of the book, and gives you a guide for how to
approach reading the book based on both time and
area of INTEREST. A basic skeleton framework
is provided for encounters between health care
professionals and patients. The framework
highlights key issues, attitudes, knowledge and
skills required for effective communication. While
pharmacist specific approaches are would be
required for pharmacist training, this framework
outlines the commonalities of communication in the
health care team.
The text is divided into eight main parts.
Hugman begins by looking at the importance of
communication, the purpose of healthcare, and the
value of self awareness. With this foundation, he
moves into effective communication skills,
understanding humanity, and cooperation within a
healthcare team. The chapter on risk
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communication is an exceptional review of practical
steps which would enhance all pharmacists ability
to support their patients in decision making. Next,
the author addresses the Tough Topics. From
sexuality to death, Hugman explores challenging
situations that are faced everyday in community
health facilities or in places like the ER. He offers
practical solutions and suggestions in how to handle
these difficult situations with the use of effective
communication skills. Last, the author looks at the
broader communications picture and dives into
the various methods and styles of communications,
whether it is an email, phone call, or public
presentation. Examples used in the book are very
relevant, such as use of Wikipedia, email or SMS.
Hugman helps his readers find ways to handle
complaints, collaborate with other HCPs, learn
from patient dissatisfaction, and mange meeting
effectively.
The author encourages self reflection
throughout the book and provides exercises at the
end of each of the nine parts which stimulate
revision, discussion and application. The questions
and ideas presented would allow learners to explore
how communication topics can be applied in their
own settings. On top of the useful tips and
intriguing information found within this text, the
appendices also include a summary of the oft cited
Calgary-Cambridge consultation framework. This
detailed supplement to the basic skeleton
framework outlined in the beginning of the book
elaborates on the communication skills required for
effective communication.
Healthcare Communication provides its readers
with exploratory thought and discussion that will
leave one with plenty to ponder and the tools to do
so. Though optimistic, the author uses a realistic
approach as he recognizes the barriers and
limitations of implementing new communication
models, such as finance and time. The book is easy-
to-read with text, example boxes, original cartoons,
and case studies. With quotes ranging from Shirley
Temple to Friedrich Nietzsche, Hugman adds a
creative flavor to this already appealing healthcare
text.
There are two items to note in Hugmans book.
While this book is based on sound evidence and
 J Pharm Pharmaceut Sci (www.cspsCanada.org) 13(1) 56 - 57, 2009

theoretical foundation, the author incorporates

personal views and experience. It is sometimes
hard to differentiate between the authors personal
beliefs and the universal neutrality he is pursuing.
Some readers may struggle with his stance on
certain ethical issues. However, there are ample
resources provided throughout the book that would
allow the reader to form his or her own opinion.
Second, despite the healthcare team focus, some
topics are discussed with a focus on an individual
healthcare profession, often physicians.
As a whole, this text would be an enriching
addition to a pharmacy curriculum and allow for
communication to be placed in the broader context
of the health care system. This book does not read
like a traditional textbook and as such would be an
accessible supplement to a practicing healthcare
professionals library.
The book has 320 pages and is modestly priced
at approximately $50.

Lisa Guirguis, BSc(Pharm), MSc, PhD,

lguirguis@pharmacy.ualberta.ca,
Ashley Young and Vanessa Butt
Faculty of Pharmacy and Pharmaceutical Sciences
University of Alberta, Edmonton, Alberta, Canada.

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